When Fame Works Beyond – the Bubble (Sustainable) Business of Thailand Celebrities
Thai celebrities are stepping into the business world, launching their own ventures in various industries. But are these enterprises built to last, or are they just a flash in the pan?
At a glance
Country
Thailand
Type of Business
Celebrity Entrepreneurship
Timeframe
2013 - 2023
Abstract
Thai celebrities are increasingly venturing into entrepreneurship, leveraging their fame to launch their own businesses. This case study examines the phenomenon of celebrity entrepreneurship in Thailand, focusing on how actors capitalize on their fanbase to enter the business world. The case study highlights the economic and cultural factors enabling this trend, such as the strong purchasing power of fandoms, the rise of e-commerce, and shifting consumer preferences post-COVID-19.
Through examples of Thai actor businesses across diverse industries, including fashion, cosmetics, supplements, and food, the case study provides a discussion for learners to analyze the sustainability of celebrity businesses and emphasize the need for strategic planning, effective marketing, and adaptation to market dynamics. It also invites learners to consider the intersection of celebrity influence, consumer behavior, and entrepreneurial sustainability in Thailand’s vibrant cultural and economic landscape.
All rights reserved. © 2025 Nikkei Business Lab Asia. No part of this publication may be copied, stored, or transmitted in any form. Copying or posting is an infringement of copyright.
Disclaimers:
(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
(2) Regarding University Affiliation and Titles of Authors: The university affiliation and titles of author(s) seen in the case study is based on their affiliation and title during the time of publication. It may or may not represent the current status of said author(s).